Conversation Is on the Menu this Thanksgiving Thanks to Butterball and StoryCorps Studios

Butterball, the best known and most loved* brand of turkey in the U.S., today announced a partnership with StoryCorps Studios, the brand storytelling division of StoryCorps, the national nonprofit that records and preserves at the Library of Congress conversations between everyday Americans. Together, the two organisations are creating the National Thanksgiving Archive, a compilation of conversations about Thanksgiving memories and traditions to remind us of what we have in common this holiday season.  

According to the Butterball Togetherness Report: 2024 Thanksgiving Outlook, when looking ahead to Thanksgiving, consumers are excited about spending time with family (70%), enjoying the food (57%) and relaxing (46%). However, they’re feeling most anxious about discussing current events or politics (67%) – even worse than cost (57%) or travel (49%).** 

Beginning today, in an effort to foster togetherness through positive connection this holiday, consumers are encouraged to visit here and record a conversation with a loved one.  

“For all the incredible ways Thanksgiving traditionally brings people together, we recognize it’s been a tough year,” said Christa Leupen, director of purpose at Butterball. “That’s why we saw a unique opportunity to partner with StoryCorps Studios to create this archive – to remind us of the conversations, memories and traditions that can bring us together, even if we’ve never felt further apart. It’s another example of Butterball’s commitment to helping people pass love on.”  

Everyone who participates will have the option to submit their recording to the StoryCorps collection in the American Folklife Center at the Library of Congress—the largest single collection of human voices ever gathered. The website features instructions, helpful recording tips, and timely conversation prompts. 

“As a time for being with family and friends, and for counting our blessings, Thanksgiving is a perfect time to show loved ones how much they mean to us by recording a conversation together and preserving it for posterity in the Library of Congress,” said Caitlin Moses-Bowser, managing director of StoryCorps Studios. “StoryCorps Studios is excited to collaborate with Butterball to help people across the country find connection while preserving their treasured family traditions and memories this holiday season.” 

Later this month, the stories submitted to the National Thanksgiving Archive will be unveiled on Butterball and StoryCorps social media platforms, just in time to remind us of the joys of gathering with friends and family.

* Source: 2023 Kantar Brand Tracking Oct 2023 n=351  

** Butterball partnered with Circana to commission an online survey among a nationally representative sample of 1,502 U.S. adults. The survey was fielded by Circana between July 15 and 26, 2024.